Event management is the application of project management to the creation of to the development and creation of big events like conventions, concerts, formal parties, ceremonies, conferences and festivals. It involves studying the brand, coordinating the technical aspects, devising the event concept and identifying the target audience before launching the event.
Event marketing describes the process of developing a themed exhibit, or organization leveraging in-person engagement, cause, service, or presentation to promote a product, or display. The events can occur offline or online, and can be sponsored, hosted, or participated in.
The event management software companies issue event planners, along with software tools, to handle many common activities like allocation of exhibition floor space, travel booking, hotel booking and delegate registration.
A latest trend in event technology, is the use of mobile applications for events. The mobile apps can be used to hold static information like the general FAQs, speaker biographies and agenda. They can encourage audience engagement and participation via interactive tools like live polling/voting, or building live interactive word clouds and submitting queries to speakers during the Q&A. The organizers can communicate with the participants via push messages, notifications and alerts.
WHY IS EVENT MARKETING IMPORTANT:
Today’s world is buyer-empowered. The marketers have to seize every possible opportunity to generate good will, to build relationships and earn the trust of the customers and buyers.
FOUR REASONS TO USE EVENT MARKETING:
1)Branding and awareness:
The most important reason for a business to take part in an event is to establish its brand and to build it. The event marketing allows your firm, to express and cultivate its identity. Events allow you gain the perfect venue to share your ideas, name and thoughts in the same manner you want to present them.
2) Lead generation:
Lead generation is another important reason the businesses choose to take part in an event. The right event allows your firm to interact with some prospects who already are interested in who are and what you do.
3) Customer engagement and Upsell:
The events offer a high level of customer engagement, that has an opportunity for positive personal interaction which builds loyalty. And every marketer knows that the firms can realize the largest ROI on their marketing dollars by growing and retaining the present customers. At events you gain the opportunity to upsell your customers by introducing them to services and products which they do not know.
Many people attend events to be educated and to network. Both are powerful in their own ways. It does not matter which event you are at, it is important to impart knowledge which the audience will value. This sets your firm apart.
FIVE STEPS TO CREATE A GREAT MARKETING PLAN FOR YOUR EVENT:
The following steps can be used as a guide to create your event’s marketing plan:
Step 1: Set your event’s goals:
As mentioned before, your marketing plan is based out of your goals. So it is a must before proceeding to the next step. You need to ask yourself – do you want your event to achieve something tangible like attracting 800 attendees or something intangible like strengthening relationships with your business partners or association members.
Step 2: Determine your budget:
One should be aware of the budget that is allocated to your marketing efforts. The constraints will impose limits on some things, they can also show you where you can be creative.
Step 3: Identify your target market:
In order to identify the target market you have to define them through demographics like education and occupation, income, marital status, gender race and age. And the psychographics like motivation to going to events, interests, usage of technology, personality characteristics and lifestyle. To get an idea about psychographics and demographics you must analyze attendee data that has been collected from previous events.
Step 4: Summarize your communication tactics:
An event is successful through interaction and communication with the attendees. So you have to set your communication tactics straight. You have to ensure that the people are well informed about your event, and this motivates them to go.
Step 5: Develop personalization tactics:
You have to know how to communicate to your audience and it is important to custom the messages that you are sending them, so that it attracts them. Just by adjusting the content of the emails and promotional material to the attendees, they will see the value of your event and will attend it.
FOUR WAYS TO USE SOCIAL MEDIA TO PROMOTE YOUR EVENT:
1)Use Facebook ads to remarket to prospects:
The Facebook custom audiences allow you to show advertisements to people who already visited your website. This is called remarketing. Advertisers can display and show event ads to FaceBook users who left the site without buying a ticket.
Pro Tip: when you advertise to old website visitors, ensure that the Facebook users who already bought a ticket are excluded. This can be accomplished by creating a custom audience from the same page used for tracking conversations. (ie your thankyou page).
2) Create a highlight reel from prior events:
The video gives a unique opportunity to convey the same excitement and energy of any live event. The potent combination which drives registration is catchy audio and great visuals. As the video is shared with friends it creates engagement opportunities.
Things to be remembered while creating a video:
Keep your intended audience in mind. The video should carry the value of
The event to the attendees. Ensure the benefits of attending very clear.
Host the video on Youtube and Vimeo. Leverage the strengths of the two platforms. As a matter of fact, YouTube is the second most used search engine in the world. And vimeo is smaller but offers more control over your brand and there are no distracting Ads.
The video can be shared anywhere: on your website or event landing page, including a 15 second clips in instagram, in your newsletter, in articles and with affiliates on social media.
3) Harness the power of Visual testimonials:
Do you have some good comments in the exit surveys from the previous events? Perhaps, you interviewed speakers or attendees and recorded statements of excitement regarding some specific speakers or sessions in general. Do not waste those facts go waste. Just create some simple graphic images along with these comments and quotes. And just share these visuals in your email marketing campaign, email signatures, blog posts and social platforms.
4) Empower affiliates, Attendees and fans with shareable assets:
Your content should be easy to be shared. Furnish a web page with downloadable resources that are branded which fit any platform.
For attendees: leverage on their excitement! You just need to provide a button to instantly share a post or tweet when they land on your thankyou page after the registration.
Tip: click to tweet makes it a breeze to create a pre crafted and simple tweet.